Compassion & Choices

August 14, 2017

Improving Care and Expanding Options through Online Advocacy

Situation

Compassion & Choices wanted to build a grassroots movement to raise money to pass laws authorizing end-of-life choice in all 50 states. They turned to Rising Tide Interactive to help grow their online donor base and activate supporters, both for online fundraising and direct advocacy.

Strategy

We ran digital acquisition ads focused on prospective donors and crafted a fundraising-heavy email program to return Compassion & Choices original investment.

We used Facebook’s custom audience tool to build a lookalike model of Compassion & Choices existing donors, including mail donors, and targeted those people with Facebook acquisition ads.

We ran an extensive search campaign on both Google and Bing to capture prospective donors looking for information on Compassion & Choices and other end-of-life choice organizations.

We used Facebook interest targeting to find the cross-section of political activists who were likely to support death with dignity laws, based on their Facebook activity.

Because end-of-life choice is a complicated and nuanced issue, we crafted an email marketing strategy that included education about the issue, non-fundraising advocacy asks, and fundraising emails at key moments like the end of the year, when Compassion & Choices brings in a significant portion of their yearly donations.

Results

Since we started working with Compassion & Choices, we’ve grown their email list by 200,000 supporters and brought in hundreds of thousands of dollars.